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Vyučující
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Obsah předmětu
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1. Introduction to Product Management and Development. Product Manager Role. Product and its Attributes. Approaches to Product. Product Attributes Classification. 2. Product-Mix Decisions. Product Analysis and Strategies. 3. New Product Development Process. Product Idea and Product Concept. Product Prototype Development and Testing. Product Testing Methods and Techniques. Market Testing. 4. Launching the New Product into the Market. Managing Products through their Product Life Cycle. 5. Product Quality. Product Quality Characteristics. Product Quality Measurement. 6. Packaging. Types of Packages. Roles, Characteristics and Attributes of Packaging. Package Development and Testing. Trends in Packaging. 7. Brand. Types of Brands. Brands Attributes and Brand Roles. Marketing Management of Brand. Brand Success Measurement. 8. Product Design. Roles and Attributes of Product Design. Product Design Development and Testing. Image of Product. Brand Image Building and Analysis. 9. Team presentations: Case studies and course assignment.
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Studijní aktivity a metody výuky
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Přednášení, Dialogická (diskuze, rozhovor, brainstorming), Aktivizující (simulace, hry, dramatizace)
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Výstupy z učení
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The aim of this course is to define product development function, to categorize types of products and product attributes on B2C market, to analyze product assortment and to suggest its optimizing and to explain new product development process and to suggest suitable strategy for launching the new products into the market and for managing its product life cycle Another goal is to make a decision about product attributes and to know principles of product attributes management and to suggest suitable product and/or product attributes testing methodology, to classify and to apply product and/or product attributes testing methods and techniques.
After completion of the course students know basic concepts of product management. They are capable to understand the basic operation of new product development, know the tools and resources used in product management, as well as basic knowledge for promotion of the product.
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Předpoklady
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Not established special requirements.
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Hodnoticí metody a kritéria
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Seminární práce, Písemný test
1. In-class active participation - 20% 75% presence in the lessons in a basic requirement! Attendance only is not active participation! 2. Case studies within lectures - 20% Students will solve actual case studies from real business. 3. Case presentation - 60% Strategy for development new product Student will work in teams and their task will be to develop and present a strategy for introduction of new product on the market. Grading scale: A 91-100 B 82-90 C 73-81 D 64-72 E 55-63
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Doporučená literatura
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DUPUIS, Steven and John SILVA. Package Design Workbook: The Art and Science of Successful Packaging. Minneapolis.
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KOTLER, Philip and Kevin Lane KELLER. Marketing Management. New Jersey.
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TROTT, Paul. Innovation Management and New Product Development. New Jersey.
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